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The Business of
Agile Coaching
Agile Coaching Exchange
5/10/16
Roger W. Brown
Scrum Alliance ™ Certified Enterprise Coach
$
What is an Agile Coach?
A person with expert knowledge of one or more areas
related to Agile Software Development
who understands the difference between
coaching and consulting
and has coaching competencies
and a coaching mindset
applied in service to personal and
organizational improvement
towards greater success through
agility.
Source: I made this up!
What is Coaching?
Coaching is a relationship in which one person is primarily
dedicated to serving the long term development of effectiveness
and self-generation in the other.
- Doug Silsbee
Service
Learn
Change
Grow
What Is Agile Coaching?
Agile Coaching is an engagement with an organization during which you
are performing one or more of the following activities:
– Applying Agile practices in an organization to help it reach its stated
objectives
– Assessing team(s) and organization(s) for effectiveness in applying
Agile principles and practices
– Mentoring others in Agile principles and practices
– Advising and consulting with organizations and leadership on Agile
practices
– Facilitating team(s) and groups to achieve higher quality collaboration
and enable greater results
– Developing team, leadership and organizational agility through guided
self-discovery and growth
– Challenging the organizational and leadership status quo and enabling
an agile culture
Source: Adapted from the Scrum Alliance™
Certified Enterprise Coach Program
Agile Coaching Business Models
• Full-time Internal Agile Coach
• Internal Agile Coach with another role
• Agile Coach in an Agile Coaching Company
• Agile Coach in an IT consulting company
• Independent Agile Coach
Each has it’s own opportunities and challenges
Organization
Multi-Teams
Departments
Team
Self
Community
Profession
Scope of
Service
Organization
Multi-Teams
Departments
Team
Self
Community
Profession
Specialty
Areas
Product Ownership
Portfolio
Agile Beyond ITLean Startup
XPDevTools
Structure
Scaling
R&D
Culture
Learning
DevOps
Lean UX
Distributed Agile
Agile TransformationLeadership
Team Dynamics
Lean
Mentoring
Presentation
Training
OrganizingMatch-making
Income
Source: https://www.glassdoor.com/Salaries/agile-coach-salary-SRCH_KO0,11.htm
Small Survey Data 2014
In which range is your current
financial compensation including
salary and bonuses?
Less than $50,000 7.4%
$50,000 to $100,000 3.7%
$100,000 to $150,000 33.3%
$150,000 to $200,000 22.2%
$200,000 to $250,000 11.1%
$250,000 to $300,000 14.8%
Greater than $300,000 7.4%
https://docs.google.com/forms/d/1vKYhB5OOtgux-yAawxqNMLyUqUjefGLm1sLSEiQcbhE/viewanalytics
What is your current work situation as
an Agile Coach?
Agile Coach by job title in
an organization
14.8%
Provide Agile Coaching as
part of another job title in
an organization
29.6%
Agile Coach in a company
that specializes in Agile
Coaching
14.8%
Agile Coach in a broad-
range consulting company
7.4%
Independent Agile Coach 29.6%
Self-Employment
Money Time
Travel
Bookkeeping
Marketing
Sales
Networking
Education
Billable Hours
Taxes
Expenses
Benefits
Income
Finding Work
• Network: LinkedIn, Meetups, Camps, Workshops,
Conferences, Peer-Coaching
• Prior Clients: in New Companies
• Contribute: Social Media, Public Speaking, Event
Organization
• Partnering: Co-Training, Sharing Agreements
• Advertise Your Company: Adword$
• Recruiters: Less overhead, more travel
Tricks of the Trade
Self-Employed
– Insurance: Liability and E&O
– Sharing Agreements
– Open-ended Contracts/SOWs/Coaching Plans
– Standardized Products
– Consistent Pricing
– Client Pre-Research
Self-Employed or Employee
– Co-Coach/Co-Train
– Certs Can’t Hurt
– Code of Ethics
– Don’t say “Yes!” to everything (WIP Limits)
When do you say …?
No
Not Now
No More
Professional
Coaching
Certifications
A Few of the Many Accredited Schools
– Results Coaching Systems (neuroscience)
– CoachVille (online, game-based)
– Presence-Based Coaching (mindfulness)
– Coaches Training Institute (Co-Active Coaching )
– Organizational and Relationship Systems (* Teams)
– Erikson International
Agile-Specific Certifications
International Consortium for Agile
• Certified Professional in Agile Coaching
(mindset)
• Certified Professional in Agile Team Facilitation
(facilitation)
• Certified Expert in Agile Coaching
• Enterprise Agile Coaching Track
Scrum Alliance
• Certified ScrumMaster
• Certified Scrum Professional
• Certified Team Coach
• Certified Enterprise Coach
The Business of Agile Coaching
© 2016 Roger W. Brown
roger.brown@agilecrossing.com
www.agilecrossing.com
www.agilecoachjournal.com
I want to be
an Agile
Coach when I
grow up!

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The Business of Agile Coaching

  • 1. The Business of Agile Coaching Agile Coaching Exchange 5/10/16 Roger W. Brown Scrum Alliance ™ Certified Enterprise Coach $
  • 2.
  • 3. What is an Agile Coach? A person with expert knowledge of one or more areas related to Agile Software Development who understands the difference between coaching and consulting and has coaching competencies and a coaching mindset applied in service to personal and organizational improvement towards greater success through agility. Source: I made this up!
  • 4. What is Coaching? Coaching is a relationship in which one person is primarily dedicated to serving the long term development of effectiveness and self-generation in the other. - Doug Silsbee Service Learn Change Grow
  • 5. What Is Agile Coaching? Agile Coaching is an engagement with an organization during which you are performing one or more of the following activities: – Applying Agile practices in an organization to help it reach its stated objectives – Assessing team(s) and organization(s) for effectiveness in applying Agile principles and practices – Mentoring others in Agile principles and practices – Advising and consulting with organizations and leadership on Agile practices – Facilitating team(s) and groups to achieve higher quality collaboration and enable greater results – Developing team, leadership and organizational agility through guided self-discovery and growth – Challenging the organizational and leadership status quo and enabling an agile culture Source: Adapted from the Scrum Alliance™ Certified Enterprise Coach Program
  • 6. Agile Coaching Business Models • Full-time Internal Agile Coach • Internal Agile Coach with another role • Agile Coach in an Agile Coaching Company • Agile Coach in an IT consulting company • Independent Agile Coach Each has it’s own opportunities and challenges
  • 8. Organization Multi-Teams Departments Team Self Community Profession Specialty Areas Product Ownership Portfolio Agile Beyond ITLean Startup XPDevTools Structure Scaling R&D Culture Learning DevOps Lean UX Distributed Agile Agile TransformationLeadership Team Dynamics Lean Mentoring Presentation Training OrganizingMatch-making
  • 10. Small Survey Data 2014 In which range is your current financial compensation including salary and bonuses? Less than $50,000 7.4% $50,000 to $100,000 3.7% $100,000 to $150,000 33.3% $150,000 to $200,000 22.2% $200,000 to $250,000 11.1% $250,000 to $300,000 14.8% Greater than $300,000 7.4% https://docs.google.com/forms/d/1vKYhB5OOtgux-yAawxqNMLyUqUjefGLm1sLSEiQcbhE/viewanalytics What is your current work situation as an Agile Coach? Agile Coach by job title in an organization 14.8% Provide Agile Coaching as part of another job title in an organization 29.6% Agile Coach in a company that specializes in Agile Coaching 14.8% Agile Coach in a broad- range consulting company 7.4% Independent Agile Coach 29.6%
  • 12. Finding Work • Network: LinkedIn, Meetups, Camps, Workshops, Conferences, Peer-Coaching • Prior Clients: in New Companies • Contribute: Social Media, Public Speaking, Event Organization • Partnering: Co-Training, Sharing Agreements • Advertise Your Company: Adword$ • Recruiters: Less overhead, more travel
  • 13. Tricks of the Trade Self-Employed – Insurance: Liability and E&O – Sharing Agreements – Open-ended Contracts/SOWs/Coaching Plans – Standardized Products – Consistent Pricing – Client Pre-Research Self-Employed or Employee – Co-Coach/Co-Train – Certs Can’t Hurt – Code of Ethics – Don’t say “Yes!” to everything (WIP Limits)
  • 14. When do you say …? No Not Now No More
  • 15. Professional Coaching Certifications A Few of the Many Accredited Schools – Results Coaching Systems (neuroscience) – CoachVille (online, game-based) – Presence-Based Coaching (mindfulness) – Coaches Training Institute (Co-Active Coaching ) – Organizational and Relationship Systems (* Teams) – Erikson International
  • 16. Agile-Specific Certifications International Consortium for Agile • Certified Professional in Agile Coaching (mindset) • Certified Professional in Agile Team Facilitation (facilitation) • Certified Expert in Agile Coaching • Enterprise Agile Coaching Track Scrum Alliance • Certified ScrumMaster • Certified Scrum Professional • Certified Team Coach • Certified Enterprise Coach
  • 17. The Business of Agile Coaching © 2016 Roger W. Brown roger.brown@agilecrossing.com www.agilecrossing.com www.agilecoachjournal.com I want to be an Agile Coach when I grow up!